The video, directed by Stephane Sednaoui, shows Apple in a kind of dream state, constantly shifting in time and space as she can't get comfortable. In September 1997, MTV named Apple Best New Artist In A Video for the clip at the VMAs. It was a defining moment for Apple, not because of the award, but because of her acceptance speech.
Taking the podium, Apple explained that she didn't prepare a speech (she thought Hanson would win). She then launched into an extemporaneous description of exactly what was in her head. "This world is bulls--t and you shouldn't model your life about what you think that we think is cool and what we're wearing and what we're saying and everything," she told the stunned crowd. "Go with yourself."
Apple later explained that by "this world," she meant the bubble of pomp and celebrity at the ceremony. Some felt she was ungrateful, but everyone agreed it was genuine. Apple got a surge of publicity, and her label responded by quickly releasing another single, "Criminal
," which became her only Hot 100 hit, climbing to #21. The video for that song, showing Apple in a strange basement sharing space with young bodies in various states of undress, caused its own controversy. The notoriety goosed sales of Tidal
, but took a toll on Apple's psyche. She soon became far less accessible, rarely appearing in public and releasing albums several years apart.